Sustainable tourism is a malleable concept that needs to be operationalized for successful implementation. Policies based on firm conceptualizations are needed in order to put sustainable tourism into practice. The present research develops a conceptual model to support sustainable tourism policy making. It brings together, into a single model, knowledge from diverse literature sources and structures it as a system of interrelated components using a holistic, adaptive, and complex systems' approach. In building the model it is the interrelationships of the elements that shape it and underline its contribution as something more than a listing of policy considerations. This comprehensive representation of interrelationships should help policy makers to navigate through the complexities of sustainable tourism and to make more knowledgeable decisions.